Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

RTD Tea in Uzbekistan

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Executive Summary

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PROSPECTS

Strong economy supports growth of RTD tea

RTD tea performed well in both retail volume and value terms in 2019, driven by the improved macroeconomic situation and strong promotions carried out by local manufacturers. The improvement in the disposable incomes of consumers supported the positive performance, as did the ongoing growth in the population.

Seasonality remains an important factor for sales of RTD tea

Seasonality remains important in RTD tea, with consumption higher during summer, when local citizens prefer cool drinks with a tea flavour, which is traditionally popular in the country. Despite the fact that black RTD tea was the first format to be launched in the Uzbekistani market, green RTD tea is now more popular during the summer months because it is less sweet.

Reasonable prospects for RTD tea as consumer awareness grows

RTD tea is expected to register a reasonable performance over the forecast period, fuelled by rising consumer awareness and improving purchasing power. At the same time, products will need to remain affordable.

COMPETITIVE LANDSCAPE

Local brands lead sales

The local brands, Ays Tea and Arctea, continued to lead RTD tea in 2019 thanks to their lower prices when compared with international labels such as Fuse Tea and Lipton. This means that they tend to enjoy stronger demand in the provinces, where the majority of the population live.

Players need to actively support RTD tea

Players need to invest in raising the profile of RTD tea. Brand owners will have to continue to invest in creating distinctive or unique selling propositions for their offerings.

Strong competition from other soft drinks

RTD tea faces strong competition from other soft drinks. The wider availability of other soft drinks, the economising trend and the price sensitivity of local consumers all served to hamper stronger retail volume growth over the review period.

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